Hiring Two PR Firms: A Strategy for Enhanced Press and Public Image

Hiring two PR firms instead of one can potentially increase press coverage and enhance public image, but it depends on several factors. This article explores the benefits, risks, and considerations involved in this approach.

Diverse Strategies

One of the primary advantages of hiring two PR firms is the diverse strategies they can bring to the table. Each firm may have its unique approach, networks, and creative methods, leading to a broader range of media exposure and more innovative campaigns. This diversity can help you tap into different markets and reach a wider audience, increasing the overall impact of your PR efforts.

Specialization

An additional benefit is specialization. For example, one PR firm can focus on traditional media channels like print, radio, and television, while the other can concentrate on digital platforms such as social media, blogs, and online news outlets. This specialization allows you to cover more ground and reach a diverse range of audiences, ensuring your message resonates across multiple channels.

Increased Resources

Having two PR firms also means more manpower, which can translate to a larger number of outreach events, campaigns, and activities. This increased resource pool can generate more buzz and interest, potentially leading to higher media coverage and better public image. However, it is essential to manage these resources effectively to avoid duplication of efforts and maintain a cohesive message.

Risk of Confusion

Despite the benefits, there is a risk of confusion when working with two PR firms. If not properly coordinated, the efforts of each firm can create mixed messages, leading to public confusion and a diluted brand image. Effective communication and collaboration are crucial to ensure that the message remains consistent across all channels.

Cost Consideration

Hiring two PR firms will be more expensive than working with a single agency. Therefore, it is essential to weigh the potential benefits against the cost. A thorough assessment of your PR needs, budget, and goals can help you determine whether the investment is justified. If the potential return on investment (ROI) is high, then hiring two firms might be a strategic choice.

In summary, while there is potential for increased visibility and enhanced public image when hiring two PR firms, effective coordination and clear communication are crucial to avoid any pitfalls.

On the other hand, if the content you create is not creating value for your stakeholders, no matter how many PR firms you hire, it will not work. Instead of hiring two PR firms, consider helping the agency generate better newsworthy content to achieve better results.

Some of my clients, particularly large organizations with diverse areas of coverage, have several specialist PR agencies. These agencies cater to different areas and geographies, and this approach can be effective when there are clear non-overlapping boundaries and strong coordination.

In contrast, a small client hired a second PR firm just after appointing me, keeping their activities secret from us. This lack of teamwork and coordination reduced the overall amount of coverage, scuppering exclusives arranged through a press release. Unfortunately, they are no longer on board.

Whether you decide to work with one PR firm or multiple, the key is to ensure seamless communication and collaboration. Clear objectives, well-defined boundaries, and regular check-ins can help prevent coordination issues and ensure the success of your PR initiatives.